The Power of Student-Led Marketing - English UK...Micro-Influencers •Everyday people •Niche...

ENGLISH UK MARKETING CONFERENCE 2019

The Power of Student-Led Marketing

Using Influencers and Creating Brand Champions

@JKassteen

@FruitFame

Ricky Sharma, Marketing Director

EC English Language Centres

Instagram: ecenglish

Twitter: @ECEnglish

Jackie Kassteen, Founder & Managing Director

Jackfruit Marketing & FruitFame.com

• What is an Influencer?• Not all Influencers are created equally• How are brands using Influencers?• How much is this going to cost me?• Why should I use Influencers?• Working with Influencers• Tips and best practices

@JKassteen @FruitFame

What is an Influencer?

• “An influencer is someone who has a substantial following and can command an audience. They have specialised knowledge about a certain subject. They are experts at building a brand.” (Agnes Kozera, cofounder of FameBit, an influencer-marketing platform)

• Influencers have unique ways of advertising a product or service, that doesn't feel like advertising.

• Celebrities are Influencers but not every Influencer is a Celebrity.

• Influencers can also be famous thought leaders, authors, scientists, etc.


What is an Influencer?

• They are content creators• Writing, photo and video production, editing, graphic design, multimedia

programming, 3D design, social media, digital marketing, PR and media• Many are self-made, self-taught entrepreneurs• Build brand partnerships, supervise their team, and constantly sell • 75% are 18-34 years old; 42% are 18-24 years old• 84% are female

• Industries using Influencer Marketing:• Fashion and beauty brands:

• 60% have a strategy in place, 21% plan to create campaigns in the next 12 months• Food and beverage• Consumer technology• Health and wellness• Travel and tourism


Not All Influencers Are Created Equally

Influencer Marketing

• Transforming products/services into content (e.g. blogs, images, videos) to be consistently promoted to a network of followers.

Micro-Influencers

• Everyday people• Niche

• Smaller reach (typically under 10,000)

• Stronger bonds with followers

• Can have 3-4x the engagement

• Can have strong ROI… more cost effective


• Student bloggers

• Student ambassadors

• Alumni

• Brand champions

• UGC or CCC

• Journalists

Don’t Confuse Influencers With…


WHEN THINGS GO WRONG

I n f l u e n c e r M a r k e t i n g

Katie Price & Snickers01

Scott Disick - Bootea02

Tales of the unexpected…

WHEN IT GOES WRONG, IT REALLY GOES WRONG

Influencers are everywhere! How

do you find the right fit for your

school or language travel agency?

Finding your influencer

Research and Audit

I D E N T I F Y T H E I N F L U E N C E R

1. Identify the Influencer

Research and Audit

Check stats and engagement across platforms:

1. Engagement rate: 3 post calculation and sub 1% rule

2. Engagement type: from their follower base or outside?

3. Follower location

4. Follower growth: organic or spiked?

5. Comments: generic or specific?

Step by Step

H O W E C W O R K S W I T H I N F L U E N C E R S


Research and Audit

Check stats and engagement across platforms

Content, is it only about promotion, or is it authentic and creating engagement?

Genuine need for English Language tuition?

Step by Step



Research and Audit

Check stats and engagement across platforms

Content, is it only about promotion, or is it authentic and creating engagement?

Genuine need for English Language tuition?

Are they a good cultural fit with your brand?

What is their source market? Where do their followers come from?

Are they on the cusp of greatness?

Authenticity

Step by Step


1. Identify the Influencer Are they on the cusp of greatness?

Step by Step


•

•

•

1. Identify the Influencer Authenticity

Step by Step


•

•

•

You have painstakingly chosen the

right person - how do you make the

most of this experience?

DO THE DEAL

Type of Relationship

Direct to Influencer

•

•

•


Type of RelationshipH O W E C W O R K S W I T H I N F L U E N C E R S

Joint Agreement

•

•

•

Type of RelationshipH O W E C W O R K S W I T H I N F L U E N C E R S

Agent Only

•

•

•

•

•

2. Do the Deal Type of relationship: Direct, Hybrid or Agent-focused?

Discuss all requirements up front

Ensure a contract is in place

Include any agreements about how often and where content will be posted,

types of content (photos/videos), ownership of content, rights of use

Money? Payment vs. sponsorship of course/flights/accommodation?

Step by Step



Step by Step

2. Do the Deal Money? Payment vs sponsorship of course/flights/accommodation?

IMPORTANT

Since September 2018, in the UK and US developments have been made by the

relevant advertising ombudsmen, with regards to creating transparent messaging by

influencers. If they have been sponsored, paid or otherwise compensated for their

online content it is their responsibility to include the appropriate terminology.

Please direct influencers you work with to these guidelines. “An Influencers Guide”

can be downloaded from the Advertising Standards Agency website.

Step by Step


The contract is signed…

agreements have been made…

have you got everything in place for

their arrival?

EXPERT EXECUTION

3. Expert Execution

Have great co-operation in school - prepare your teams.

Decide whether you will roll out the red carpet, or will you allow for an authentic

experience

Be prepared for divas!

Prepare sales, marketing and admissions teams and have systems in place to

boost and share campaigns, track leads and measure success

Where will your leads be directed?

Step by Step


Why Should You Use Influencers?


Influencer market size:

• 2016: $1.7 billion

• 2018: $4.6 billion

• 2019 forecast: $6.5 billion

• 2020 forecast: $10 billion

Effectiveness

2015: On average, businesses

are making $6.50 for every $1

spent on influencer marketing;

70% earn $2 or more.

2018: Average ROI $5.20 for

every $1 spent.


Challenges


Why Should You Use Influencers?

• It works!

•Ad blockers are on the rise

•Trust and influence

•Fake news

•Extend your reach•New audiences, more noise online

•Humanise your brand


Gen Z and Influencers


Benefits of Using Influencers


The Rules?

• #ad, #advert, #paid, #sponsored, #endorsed, #partner

• #sp, #spon, #thanks

• “Thanks for the birthday home, @Airbnb”

• “Thanks for the gift of a lovely birthday home, @Airbnb” (Kylie Jenner)

• You must be FTC compliant (Federal Trade Commission)

• See the Committee of Advertising Practice (CAP) guidelines on influencer marketing

• TruthInAdvertising.org

• Must be clear and conspicuous to consumers

• Paid vs. freebie


Influencer Pricing Models


HOW DOES THIS ALL TIE TOGETHER?

Let’s take a look at some of our own Influencer

Case Studies to understand the whole picture

WHY ENGAGE INFLUENCERS

What can influencers do for our industry beyond traditional marketing efforts?

O U R I N D U S T R Y

Influencers provide

opportunities to open

dialogue with target

groups which would

normally be out of

reach

F O L L O W E R S A N D FA N S

A D V E R T I S I N G S H O P W I N D O W

In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels

C O N T E N T C R E AT I O N

Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities

R E A C H A N D E N G A G E M E N T

Lead creation and

bookings can be

tracked to prove ROI

from individual

campaigns

R E V E N U E G E N E R AT I O N

Advertising Shop Window

Bringing it all together

P R O O F O F T H E P U D D I N G

J Balvin’s video achieved 330k views on our YouTube channel

Still our best performing video to date

We had a different model in 2014:

- We paid him hard cash

- He only studied with us for two days

- We invested a great deal in paid media to boost reach




Influencers provide



groups which would

normally be out of

reach



In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels


Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities


Lead creation and

bookings can be


from individual

campaigns


Revenue Generation



Luba is a Brazilian Super Influencer

6.3m subscribers on YT and 3.6m followers on IG

Spent a week in Malta with us in August 2018

Posted content across YT, IG and IG stories

Created a campaign URL to drive leads

Leads shared with Brazilian agent partner

Led to a +20:1 ROI on our total campaign investment




Influencers provide



groups which would

normally be out of

reach



In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels


Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities


Lead creation and

bookings can be


from individual

campaigns


Content Creation



Gabi Lopes is another Brazilian Super Influencer

280k subscribers on YT and 2.1m followers on IG

Studied with us in Cape Town in October 2016

We had limited video and photo content of the school and

destination

Agreement over and above social content was to capture

bespoke assets for EC’s use




Influencers provide



groups which would

normally be out of

reach



In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels


Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities


Lead creation and

bookings can be


from individual

campaigns


Reach & Engagement



Anas Iskander is a Saudi YouTuber

Brought to us via an agent partner

Now had 2m subscribers on YT

Studied with us in Manchester in January 2017

Famous for posting quirky content on his channel that achieves

very high levels of engagement from his fan-base

His EC video achieved over 1m views on his channel

Reach & Engagement



Jojol is a French tech blogger

Brought to us via an agent partner

1.5k subscribers on YT and 210k followers on IG

Studied with us in London in August 2018

Known for his forensic dissection of every product he

reviews

EC was no exception: the good, the bad and the ugly

which made for extremely authentic content

Reach & Engagement



Paola Antonini is a great friend of EC

Has studied with us in Malta in April 2016 and again with us in

our 3 Californian schools in July 2017

275k subscribers on YT and 2.6m followers on IG

Brazilian influencer and ambassador for Rio 2016

We locked her in for the California trip before the Olympics,

knowing her following would increase exponentially

Her reach for EC in 2017 more than tripled what we achieved

with her in 2016




Influencers provide



groups which would

normally be out of

reach



In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels


Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities


Lead creation and

bookings can be


from individual

campaigns


Fan Acquisition



Brazilian Social Media power couple Gabriela Pugliesi and

Erasmo Viana studied with us in LA for 4 weeks in May 2018

Gabriela has 3.9m followers on IG and Erasmo has 1.2m

Worked with a Brazilian agent partner STB

Knowing they were IG super-users, we focused on securing the

maximum number of IG posts and stories that tagged EC

We also reposted all of their IG content

This led to a 40% increase in EC’s IG following in the 4 weeks

they studied with us

…And finally

How about an inf luence r who achieved a l l o f the above?




Influencers provide



groups which would

normally be out of

reach



In an industry with

a limited shop

window,

Influencers take

you directly to

students’ social

streams.

Unique, authentic

and relevant

content created by

influencers used

across corporate

channels


Influencers’

committed followers

provide amazing

reach and authentic

engagement

possibilities


Lead creation and

bookings can be


from individual

campaigns


Super Influencer Sara Corrales



Sara Corrales is a Colombian actress, model and dancer who’s popular throughout Latin America, especially in Mexico where she stars in a soap opera and won “Mira Quien Baila” – their equivalent of Strictly Come Dancing – in September 2018

Studied with us in San Diego for 8 weeks in Jan/Feb 2017 She has 1.8m followers on IG We worked with a Mexican and Colombian agent to bring her

to us again (it’s actually her second time with us in San Diego) We followed her entire journey on social media



We created video content of her entire stay and used those

independently on YouTube and also on Wistia to host on

ecenglish.com as bespoke content

We also created a microsite hosting all videos to showcase a

typical “day in the Life” of Sara at EC San Diego

Both Sara and EC drove traffic to the site through our

respective social channels

The microsite captured leads which were passed on to our

agent partners




Sara ran several Facebook Live and Instagram Live spots during

the course of her entire stay – engaging with fans and

showcasing our school and teachers for 30 minutes – achieving

an average viewership of 20k

She posted frequently to Facebook

She also posted frequently to both Instagram and IG Stories

All of her activity was aimed at driving microsite traffic in order

to view video content and to generate leads




Advertising: 3m+ overall unique campaign views

Revenue: Campaign microsite was efficient at a 10:1 ROI

Content: 10 videos created, 13 minutes of content

Engagement: 750k unique campaign engagements

Fan acquisition: EC Instagram following increased by 9%


Best Practices

• Make sure the person is the right fit for your brand

• Do your research

• Start small

• It’s not all about the number of followers

• Don’t fake it


Best Practices (continued)

• Give the influencer guidance… and freedom

• Go with the flow

• Set clear goals and expectations

• Aim for a mixture of content: short-and-long-form video, photos, GIFs, live video, blog entries

• Enables you to tell a story over time, across multiple channels, and using whichever piece(s) of content fit best


Managing Expectations

• Brand awareness vs. lead generation

• Long-term gains vs. short-term gains

• Views vs. comments vs. clicks vs. leads

• Engagement with a piece of content or a certain message

• Ensure measuring mechanisms are in place

• Ensure there is enough staff support (on- and offline)


Jacqueline KassteenFounder & Managing Director

All rights reserved. Any use of the materials (in full or in part) must be under prior written consent by Jacqueline Kassteenand Ricky Sharma, and with clear reference made to the appropriate source.

jackfruitmarketing.com

+44 7454747096

[email protected]

Jackie.Kassteen

@JKassteen

Jacqueline Kassteen

fruitfame.com

[email protected]

@FruitFame

FruitFame

FruitFame

Ricky SharmaMarketing Director

EC English Language Centres

W: ecenglish.com

T: +356 99336166

E: [email protected]

S: vkrsharma1972

English UK Marketing Conference 2019 - The Power of Student-Led Marketing

http://www.jackfruitmarketing.com/

http://www.jackfruitmarketing.com/

https://fruitfame.com/

https://fruitfame.com/

The Power of Student-Led Marketing - English UK...Micro-Influencers •Everyday people •Niche...

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